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Viatel Networks
Printwork & Direct Marketing
2009 - 2010
The Brief : To develop and design cross-media communications for a series of online and direct marketing B2B campaigns.
Overview :The direct marketing campaigns needed to appeal to a no-nonsense business audience and outline the benefits of the Next Generation in broadband solutions - of which Viatel was a direct B2B supplier and also sold network products via a number of re-sellers. Three campaigns were developed with a variant aimed at re-sellers for each one of the creative directions. An eye-catching fold-out print design was coupled with bold messaging and online campaign microsites.
Results : Each campaign performed well above previous achieved levels and cut-thru to the predominantly business-orientated audience with simple, intelligent messaging and bold graphic design. The response levels were well above industry averages and generated the additional revenue targets that the campaigns aimed to achive from the outset.
